Good Stuff Toronto-
UI/UX & Marketing Specialist
Overview Client: Good Stuff Toronto - E‑commerce retailer (in‑store + online)
Scope: Meta Ads, Google Search Console optimization, website/category restructuring, product image and description updates
Objective: Improve paid performance, organic visibility, and on‑site conversion through a full‑funnel optimization approach
This project combined paid acquisition, SEO improvements, and conversion‑focused redesign to create a measurable lift across the entire funnel.
Challenges
When I entered the account, several issues were limiting both paid and organic performance:
Account & Ads
Multiple campaigns running with no clear strategy
High spend on reach/link‑click campaigns with zero purchases
Weak purchase signals and limited historical data
Product feed inconsistencies affecting Meta optimization
Website & UX
Broken or incorrect product categories, making navigation confusing
Missing trust signals (reviews, guarantees, badges)
Outdated landing page structure with unclear hierarchy
Slow mobile experience and inconsistent product pages
Product Content
Outdated product images
Incomplete or unclear product descriptions
Weak metadata affecting SEO and ad relevance
These issues created friction at every stage of the funnel — from discovery to purchase.
What I Did
Meta Ads — Performance Strategy
Rebuilt the account around a single, optimized Sales campaign
Cleaned and corrected the product feed to improve signal quality
Developed new creative assets designed for clarity and conversion
Refined audiences to improve traffic quality and reduce CPA
Aligned ad messaging with updated product pages and categories
Google Search Console — Organic Visibility
Fixed indexing issues and improved crawlability
Updated product descriptions for clarity and keyword alignment
Improved product images to increase CTR and relevance
Repaired category structure so Google could understand the site hierarchy
Strengthened metadata and internal linking
Website & CRO Improvements
Rebuilt category structure for clearer product discovery
Updated product images for consistency and professionalism
Rewrote product descriptions to improve clarity and conversion
Added missing trust elements to reduce friction
Improved landing page hierarchy and mobile responsiveness
This created a unified, optimized funnel across paid, organic, and on‑site experience.
Meta Ads:
5 website purchases
CPA: $42.71
AOV: ≈ $111
ROAS: 2.06–2.60
Profit after ads: ≈ $37 per order
Timeframe: 1 week
Google Search Console:
369 clicks
4.35K impressions
CTR: 8.5%
Average position: 7.9194 pages with first impressions
Clear upward trend in visibility and engagement
Account‑Level Impact
From the raw data:
Other campaigns spent $50–$180 each with 0 purchases
The optimized Sales campaign delivered all conversions
Consolidation + funnel fixes produced the only profitable results in the account
Sellar Wellness — Google Ads & Website SEO
Overview Client: Sellar Wellness (Chiropractic Clinic)
Objective: Increase new patient bookings through the website
Timeline: 2 weeks (initial test phase)
Budget: $750 paid media spend
Channels: Google Search, Paid Social
Role: Campaign strategy, ad copy, on-page SEO, HTML structure
The Challenge
Sellar Wellness relied heavily on word-of-mouth and had limited website conversions. Potential patients visited the site but lacked clarity and confidence to book, and organic visibility for local chiropractic searches was weak.
The goal was to turn the website into a clear conversion point while driving high-intent traffic.
Strategy
We focused on a full-funnel but conversion-led approach:
Drive high-intent local traffic through paid ads
Reduce friction on the website through SEO and structural improvements
Align ad messaging with landing page content to improve conversion rate
Execution
Paid Media
Google Search: High-intent local queries related to chiropractic care
Paid Social: Educational and pain-point-led ads directing users to booking pages
Ad Messaging Focus:
Everyday pain relief (desk work, posture, stress)
Clear next step: Book your first visit
Reassuring, non-clinical tone
Website & SEO Improvements
Optimized page titles and meta descriptions for local search
Restructured heading hierarchy (H1–H3) for clarity and crawlability
Improved internal linking between services and booking pages
Cleaned up semantic HTML to improve accessibility and user flow
Strengthened calls-to-action across key pages
The website was treated as the primary conversion asset, not just a destination.
KPIs
Primary KPIs
Website bookings and inquiry submissions
Cost per acquisition (CPA)Conversion rate
Secondary KPIs
Click-through rate (CTR)
Website sessions from paid traffic
Bounce rate on key pages
Performance Results (2 weeks)
Paid Media
Total spend: $750
Google Search CTR: 5.2%
Paid Social CTR: 1.5%
Blended CTR (paid): ~2.3%
Website Performance
Paid traffic sessions: 310
Website conversion rate: ~1.3%
New clients acquired: 3 (booked directly through the website)
Cost Per Acquisition
$250 per new client
Social Media Marketing
NexFit4U- Instagram Growth Case Study
Organic Reach Through SEO-Driven Strategy
Overview
This case study demonstrates how organic Instagram growth can be achieved without editing content or using paid promotions.
The project focused entirely on caption SEO, posting strategy, and timing optimization to improve discoverability and profile activity for a fitness-focused Instagram account.
My Role
Social Media Strategist
Objectives
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Increase reach among non-followers
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Improve profile visibility and visit intent
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Test the impact of SEO-focused captions and strategic posting alone
Strategy- Organic growth
The following actions were implemented:
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SEO-optimized captions using intent-based and niche keywords
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Strong caption hooks to improve retention and engagement
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Optimized posting times based on audience activity
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Clear content positioning aligned with strength and mindset themes
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Strategic CTAs to encourage profile visits
No content editing, ads, or trend-based tactics were used.
Results (First 7-Day)
3,570 total views
1,290 accounts reached (+3,386.5% increase)
157 profile visits (+109.3% increase)
Audience Reach
81% non-followers
19% followers
Content Performance Breakdown
Reels: 72.9%
Posts: 23.3%
Stories: 3.8%
Key Takeaways
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SEO-driven captions significantly increased non-follower discovery
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Strategic timing can outperform heavy editing
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Clear positioning increases profile intent and exploration
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Organic reach is achievable without paid ads or trends
Skills Demonstrated
Instagram SEO & caption strategy
Organic growth strategy
Content positioning
Performance analysis
Outcome
This project validates a strategy-first approach to Instagram growth.
By focusing on SEO, timing, and messaging — rather than visuals or trends — the account achieved strong reach, discovery, and profile engagement within a short time frame.
Spynmark- IELTS and English Institute
End to end Social Media Management
Overview
This case study demonstrates how organic Instagram growth can be achieved without editing content or using paid promotions.
The project focused entirely on caption SEO, posting strategy, and timing optimization to improve discoverability and profile activity for a fitness-focused Instagram account.
My Role
Social Media Strategist
Objectives
-
Increase reach among non-followers
-
Improve profile visibility and visit intent
-
Test the impact of SEO-focused captions and strategic posting alone
Strategy- Organic growth
The following actions were implemented:
-
SEO-optimized captions using intent-based and niche keywords
-
Strong caption hooks to improve retention and engagement
-
Optimized posting times based on audience activity
-
Clear content positioning aligned with strength and mindset themes
-
Strategic CTAs to encourage profile visits
No content editing, ads, or trend-based tactics were used.
Results (First 7-Day)
3,570 total views
1,290 accounts reached (+3,386.5% increase)
157 profile visits (+109.3% increase)
Audience Reach
81% non-followers
19% followers
Content Performance Breakdown
Reels: 72.9%
Posts: 23.3%
Stories: 3.8%
Key Takeaways
-
SEO-driven captions significantly increased non-follower discovery
-
Strategic timing can outperform heavy editing
-
Clear positioning increases profile intent and exploration
-
Organic reach is achievable without paid ads or trends
Skills Demonstrated
Instagram SEO & caption strategy
Organic growth strategy
Content positioning
Performance analysis
Outcome
This project validates a strategy-first approach to Instagram growth.
By focusing on SEO, timing, and messaging — rather than visuals or trends — the account achieved strong reach, discovery, and profile engagement within a short time frame.
Investor & Insurance Expert- End to End Content Production
About The Client
Gagan Deep Dhesi – Investor & Insurance Expert, Brampton
For Gagan Deep Dhesi, a trusted name in investments and insurance in Brampton, I created a series of high-impact Instagram reels aimed at boosting her digital presence and connecting with her target audience.
Content Strategy: Designed a content plan tailored to her brand voice, business goals, and audience demographics. Focused on positioning her as an approachable authority in finance and insurance.
Scripting: Crafted engaging and easy-to-follow scripts that simplified complex financial concepts while keeping them relatable and impactful.
Editing & Production: Edited each reel for maximum viewer retention using smooth transitions, branded captions, and trending audio.
Platform Growth: Optimized posting schedules, captions, and hashtags to increase reach and engagement. Successfully pushed her reels on Instagram to expand visibility among local and niche audiences.
My Role
Tools
Camera: Canon T3i
Video Editing Softwares: Adobe Premiere Pro, Adobe After Effects
Audio Editing Software: Adobe Audition
DJ Bliss- End to End Content Production
About The Client
DJ Bliss – Professional DJ & Event Host
For DJ Bliss, a dynamic entertainer known for bringing energy to every event, I worked on creating engaging social media content to showcase his performances and connect with his audience.
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Content Recording: Captured high-quality footage of live performances, behind-the-scenes moments, and crowd interactions to reflect his vibrant brand.
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Editing & Production: Edited videos for maximum energy and shareability, using fast-paced cuts, synced beats, and visually engaging effects.
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Content Delivery: Ensured each piece was optimized for social media platforms, focusing on formats that drive engagement and capture audience attention.
My Role
Tools
Camera: Canon T3i
Video Editing Softwares: Adobe Premiere Pro, Adobe After Effects
Audio Editing Software: Adobe Audition
